Who is Lisa Toner?
Lisa is a Senior Marketing Manager at HubSpot where she leads influencer relations and content strategy for HubSpot’s Sales product line. Influencer marketing is a hugely popular topic in marketing these days but very few marketers have actually mastered it. The opportunity it presents to businesses, both B2B and B2C is immense; you just need to know how to leverage it in a meaningful and measurable way. See Lisa present “The Do’s and Don’ts of Influencer Marketing” at this year’s Social Media Summit.
What is your background?
I graduated from GMIT in 2010 with a BBS with Marketing. I moved to Vancouver, Canada straight away and started my career as a Marketing Assistant for a small software vendor, Plus Computer Solutions. I quickly accelerated my career there by managing up and proving my skills by doing more than was expected of me. After almost 3 years in Canada I decided to move back to Ireland to begin a role as Content Specialist for HubSpot’s new European HQ in Dublin. Content is my passion. It made my decision to leave Canada easier knowing I was going into my dream job at an amazing company with an incredible employee culture.
I’ve had a similar story here of progressing fast by continuously over performing and doing more than what is expected of me in my role. I am now running a global team that drives brand awareness and acquisition for HubSpot’s CRM and Sales products.
Is it a logical progression to what you do now?
The world of marketing is always evolving and what could be the most popular role today could be nonexistent in 5 years time. For example, content marketers have been in high demand for the last couple of years but now, influencer marketing roles are starting to pop up more and more.
A bachelor degree in business will give you the basics but you will learn more in my opinion by following the industry leading publications and becoming a member of communities where the current trends are being discussed on a daily basis.
My advice for progression is to focus on doing what you’ve been hired to do better than anyone else can do it and opportunities to progress will open up as a result. When you get deep into a role you’ll start to uncover which parts of it you’re naturally drawn to. Once you’ve proven your value to the company you’ll be in a better position to start pitching the role you’re most passionate about.
1 min pitch for what you do now?
I lead a team of marketers who run our content strategy and influencer relations for HubSpot’s Sales product line. The goal of my team is to drive brand awareness through educational and valuable online experiences.
What will you be talking about at Social Media Summit ? (taster only)
I will be speaking about Influencer Marketing and giving actionable learnings and takeaways that the audience can implement immediately to start seeing real results. I’ll include examples of influencer marketing done well as well as the tactics to avoid to ensure you don’t damage your brand credibility.
What are your plans for 2017?
My plans for 2017 include a lot of video content, both live and on-demand. We have researched the content formats that our audience is most interested in consuming and video came out on top so we’re giving the people what they want. The social platforms are all doing interesting things with live video so we’re experimenting with those features to find out where we should be investing resources.
Overall, my goal for 2017 and beyond is to educate salespeople on how they can sell more and work less because their success is our success.
How was 2016, what worked well, what didn’t move as quickly as you would have liked?
2016 was a really interesting year for me because I moved from driving demand for a paid marketing product to driving acquisition for a free sales product. The go-to-market strategy and target audience is completely different so I had to completely change the way I approached content and rewrite that playbook.
The marketing funnel for a free product is very different to that of a paid product so it took a lot of experimentation with various acquisition plays which we’re still analysing, tweaking, and optimising almost on a daily basis.
I would say one thing that worked really well for us as a company in 2016 was our co-marketing efforts with complementary brands. We see uplift in lead generation by 3X on average when we run co-marketing campaigns so I would definitely recommend experimenting with that if you haven’t already.
How can people find out more about what you are working on?
I currently run a video series called “Sell Like a Human” which is hosted by bestselling author, Daniel Pink and the content delivered on that show is truly eye opening. Each month we invite a special guest to join Daniel to discuss emerging trends in the sales industry and the insights shared are really valuable for people in sales, marketing, or in business in general. You can find it at https://www.hubspot.com/sell-like-a-human and we release a new episode in the third week of each month.